INFLUENCE OF ATTRACTIVENESS, EXPERTISE, NOVELTY, AND ETHIC OF INFLUENCER’S PERFORMANCE ON CUSTOMER VALUE CO-CREATION BEHAVIOR AND PURCHASE INTENTION

Alina Kim; Jaehun Kim; Jong-Kuk Shin

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INFLUENCE OF ATTRACTIVENESS, EXPERTISE, NOVELTY, AND ETHIC OF INFLUENCER’S PERFORMANCE ON CUSTOMER VALUE CO-CREATION BEHAVIOR AND PURCHASE INTENTION

Alina Kim, Jaehun Kim, Jong-Kuk Shin

언어ENG
URLhttps://db.koreascholar.com/Article/Detail/422304

구독 기관 인증 시 무료 이용이 가능합니다. 4,000원

Global Marketing Conference

2023 Global Marketing Conference at Seoul (2023.07)
pp.325-329

글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)

초록

With the rise of social media platforms, influencer marketing has become an essential tool for marketers to promote their products and services. Value co-creation behavior of influencers involves collaborating with their followers and brands to create content that provides value to their audience. This approach can help to build stronger relationships with followers and drive engagement and sales for the brands they work with.

키워드

Influencer Social Commerce Attractiveness Novelty Expertise Ethic Customer Value Co-Creation Behavior Brand Equity Purchase Intention

저자

Alina Kim(Pusan National University, Republic of Korea)
Jaehun Kim(Kyungsung University, Republic of Korea)
Jong-Kuk Shin(Pusan National University, Republic of Korea)

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